Aaron Rodgers and his fellow co-founders at Rx3 Ventures just announced a $50 million fund that will focus on consumer brands.
Details: Rx3 has already invested in several companies, including CorePower Yoga (studio chain), Hims (men's wellness) and VICIS (football helmets).
The big picture: The age of the celebrity VC is upon us, so it should come as no surprise that Rodgers is the latest in a long line of athletes who have ventured into the world of investing as of late. A few prime examples:
Kobe Bryant launched a $100 million fund called Bryant Stibel in 2016. Investments include The Players' Tribune (sports media) and LegalZoom (legal services).
Serena Williams has quietly invested in 34 startups over the past five years and, in April, formally unveiled Serena Ventures. Investments include The Wing (women's club) and Coinbase (bitcoin exchange).
The Warriors (Kevin Durant, Steph Curry, Andre Iguodala and others), thanks in part to their proximity to Silicon Valley, have emerged as fixtures in VC. Durant's portfolio includes Postmates (food delivery) and Lime (scooter/bike rental).